Gillette Case

Gillette is a company that has been known to the public for many years for innovation and marketing strategy. They hold a commanding market share in a razor and blade industry that is rapidly growing new companies and competitors. However, their innovativeness has not been the same since 2006 when they created the fusion 5, and their ability to market to people who do not want to pay the price for razors has caused them to look at new ways to maintain or increase its market share. Gillette was founded in 1901 by a man named King Camp Gillette. They have been one of the leaders in the razor industry due to their innovation and marketing. They offer “high quality shaving products that would satisfy basic grooming needs at a fair price. Gillette was one of the few companies to have success in the early 1900’s because it had created product that fit customer’s needs. The challenge now was to continue to grow and innovate new products. Their first competitor was Wilkinson Sword and in 1962, it caused Gillette to begin the phase of branding a series of blades that started with just 1 blade and eventually went up to five blades in one razor. This led to a razor war that would be started and continued for many years to come. In 1990, Gillette was at the height of its powers but was still looking to take command of the market through innovation. They began this by creating the sensor blade which was a huge success. It was succeeded by the sensor blade excel. These two product help shift the attention away from older product that were being used by Gillette. They did the same thing on the women side in 1996 with a sensor and sensor excel for women. However, the competition ramped up in 2003 when Schick and the Quattro created the world’s first four blade razor. This led to numerous lawsuits by both Gillette and Schick which neither won, but Schick was creeping up on Gillette market share. To combat this, Gillette decided to market too many different countries and did